HOW DRTV CAN WORK FOR YOU / WHITE PAPERS
Video Increases Viewer Involvement & Response
An InfoWorx Research Analysis
EXECUTIVE SUMMARY
Adding video to enhance online advertising can generate increased response, interaction, and audience involvement. A recent research study indicated that video has a dramatically higher ability to involve the viewer and get them to interact versus banner and image ads. The process of clicking the "play" button on an embedded video advertisement reinforces a positive response, and most people actually watch the videos they click on nearly to the end of the presentation.
The implications of these findings are significant for any marketing decision makers because they make it clear that on the internet if a video presentation is available, it can offer greater response rates than ads that do not move.
Visitors launch video ads more often than they click on banner ads. Our findings showed that video advertisements generated triple the replay rate as non-dynamic banner ads generate click throughs.
Video scores five times the click through rates as banners. Using video can increase your response rates by a factor of five.
Video is a powerful response generator and should be used in preference to banners whenever possible. With triple the impressions and five times the click through rate, video appears to be the format of choice for any online campaign.
KEY OBSERVATIONS
Visitors launch video ads more often than they click on banner ads.
Video presents a number of different types of interaction for the viewer, and those options lure them into an involvement level that simple banner ads simply do not inspire. Pressing the "play" button, expanding the size of the screen, and finally clicking through to an order page are actions that require interaction from the viewer, and that commitment results in a greater response rate.
The overall interaction rate is just under 10% which is considerably higher than the attention grabbed by even larger banner ads.
Video scores five times the click through rates as banners.
Obviously, the initial goal of any campaign is to maximize the click through rate, and video proved far superior to banners in this key category. Although no sales data was collected, it seems realistic to assume that five times the click through rate would generate a dramatically higher rate of conversions and sales.
Since the video is no longer working once the viewer has clicked through, sales rates were determined to be more a variable of the landing page than related to either the banner ad or the video.
Video is a powerful response generator and should be used in preference to banners whenever possible.
The point of most market research is to give decision makers the statistics and facts to make more informed and educated decisions. The findings in this study clearly indicate that when there is an option to use video versus a banner ad, video would be the better choice. It involves the viewers more frequently, and the interaction it requires seems to pay off in higher "click through" rates.
The fact that most viewers watch the majority of videos 2/3rds of the way through indicates that the moving images with video and audio are more compelling and seize the attention of the viewer more effectively than a simple banner.
ABOUT INFOWORX
InfoWorx is a full service, turnkey, direct response marketing company. It specializes in coordinating every aspect of a DRTV campaign including DRTV and online video production, telemarketing, digital marketing, call centers, media placement, fulfillment, home shopping networks, and expansion into international and domestic retail markets. With 16 years of experience in the Direct Response Television (DRTV) industry, InfoWorx has produced many award winning campaigns. With roll outs that include Roomba, SNORenz, Rubbermaid, Swiss Colony, and Wamsutta. As markets evolve, InfoWorx President, Ron Perlstein, is spearheading his clients into online video marketing. He has become a specialist in digital video campaigns and successfully lowering cost per acquisition.
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